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Learner Reviews & Feedback for Brand and Product Management by IE Business School

4.7
stars
2,634 ratings

About the Course

The main objective is identify the critical information needed to develop a product and brand strategy that generates both quick wins and long-term value. Along this course, you will learn brand and product strategy key concepts such as product lifecycle, product demand estimation, product and brand development and launching, product pipeline, competitors analysis, brand essence and identity, brand architecture, brand equity, brand portfolio, customer experience journey, purchase funnel, key customer touchpoints and brand engagement. By completing this course, you will be able to create an activity plan to bring your brand strategy to life - both externally toward consumers and internally toward employees. You will be able to define the right metrics for determining success when implementating your product and brand strategy, considering any adjustments that may need to make under a test-and-learn methodology. Luis Rodriguez Baptista - a professor at IE University and Marketing Consultant - will guide you through six modules that begin by explaining the challenge of managing products through their "lifecycle" and culminates with learning how to equip your employees with knowledge of how to deliver on your brand promise. The course features interviews with consumers and industry professionals, which help illustrate the importance of brand strategy. Brand and product management is a unique course that enables your understanding on the importance of brand and product management and then use brand development tools, architecture, and portfolios, to achieve success. This course is also available in Spanish. To join the fully translated Spanish version, visit this page: https://www.coursera.org/learn/gestion-marca-producto...

Top reviews

MT

Oct 14, 2020

This course has been very helpful in learning about managing a brand and their products. It has given me free insights on techniques and strategies on how to become a better brand and product manager.

SR

Sep 7, 2018

A very good course for those who are new or looking to refresh their knowledge of brand management. All the concepts are explained well, and provide a solid foundation for building up in this field.

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476 - 500 of 564 Reviews for Brand and Product Management

By Suryasree R

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Aug 7, 2017

The course was quite insightful, however, I felt more case studies could have been shared. The concepts were well explained, but it was quite theoretical.

By Colin M

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Feb 10, 2018

This is a great course to learn some of the fundamentals of product and brand management (though the primary focus of the course seems to be on brand).

By VALENTINA V C

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Dec 4, 2016

VERY THEORETHICAL. NEED TO HAVE MORE IMAGES OR MAPS OTHERWISE CAN GET BORED WITH THE GUY SPEAKING.

GOOD LENGTH OF VIDEOS

GOOD REAL LIFE EXAMPLES

By Tahreem R

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Nov 22, 2016

I found this course very effective and helpful. Hope it will help others too in understanding Marketing approaches that are explained very well.

By Himanshu K S

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Jun 2, 2020

A good course, can easily relate to the real world scenario.Concepts are explained well and gives a clear picture about brand and products.

By Pore J

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Aug 3, 2016

Brand and Product Management is one of the most useful marketing courses provided by Coursera, and it gives me a better sense of marketing.

By onkar t

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May 20, 2017

The course is really helpful give you exposure of how to branding your product and then how to calculate the demand of your product etc.

By Abhiroop G

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Feb 8, 2024

Great job in explaining the fundamentals - some additional real world examples for all modules would be a well-appreciated addition!

By Helder R C V

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Feb 20, 2016

Very good material with more than enough detailing on the subject. Wish it could have more practical examples and exercises.

By Robert B C

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Oct 15, 2017

Course is quite good and useful....perhaps a few writing assignments s as part of the grading key? Very good lectures!

By José L L

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Mar 10, 2016

Overall, great course. The contents are meaningful and useful. IE's widely recognised expertise comes through all

By Valentina M F

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Aug 13, 2020

Interesting course. I really liked that there were assignments available in the beginning of the course.

By Pragya V

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Oct 15, 2020

I enjoyed the course. Only feedback is that the last 2 modules could be improved and delivered better.

By Adegboyega O T

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May 15, 2020

The Professor gave clear explanations with relatable examples.

The navigation on the site was also easy

By Delia M P Z

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Jan 28, 2022

Bueno, pero la voz del profesor era un poco lenta y me generaba cansancio después de un rato.

By D V K

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Jul 5, 2021

A wonderful course that is very well structured and paced. The modules are very informative.

By Nana K

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May 25, 2019

Superbe cours pour apprendre les bases du Marketing et notamment de la gestion des marques

By Mauro

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Aug 24, 2017

Good course for a general overview. Engaging tutor but it needs more visual in my opinion.

By Neehar K A

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Jun 15, 2022

Suitable course to understand the concept of brand and get a good overview of branding.

By Rene G

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Jan 24, 2017

Explicaciones muy concisas y temas relevantes con buenos ejemplos de la vida real

By Rishabh G

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Jul 14, 2020

Excellent Course. Great Quiz modules. Clarity in process with definite examples.

By VINODH K

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Oct 1, 2016

better accent clean verbal this is how every course should be slow and steady

By Sandeep K

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Sep 1, 2020

The Course was really insightful and and it has cleared my basics very well

By Tursunai B

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Sep 28, 2020

it was informative and full of useful material but a bit boring sometimes

By ADITYA M

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Aug 8, 2021

Had an amazing insight into the topic through some wonderful explanation